Ed Sheeran has long loved to rock Hoax's attire, often wearing the British surf and skate lifestyle label's garments to showbiz events.
Ed, who grew up skating, was keen to get involved with the brand after Director Jason Carter gave him a custom-made skateboard. The Thinking Out Loud singer has now taken his involvement a step further by officially representing Hoax as a brand ambassador, and label boss Jason Carter is thrilled to welcome him to the fashion family.
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"Ed is a great supporter of local businesses, the Hoax brand has been around since 1994 and he has always been a big fan," Jason said in a statement. "We're stoked to have him as an ambassador representing Hoax worldwide."
Ed has long had an affinity for Hoax's clothes, as the fashion brand was founded in his home county of Suffolk. He's also worn Hoax clothing for nearly every single promotional appearance over the last month.
Sources explain the 25-year-old musician was keen to invest in the business and help boost its name by dressing in the brand's garments wherever possible.
Hoax is looking to expand its clothing range to shirts, jumpers, shorts and footwear in the near future.
Meanwhile, Hoax's official Twitter page has proudly been posting countless tweets featuring the Lego House hitmaker.